What is conversion optimization?

Conversion optimization refers to the practice of determining how a site can increase its ratio of visitors to actual customers. A conversion is a site visitor who has taken a desired action (usually making a purchase) rather than simply viewing content and leaving. One way to optimize conversions is to conduct A/B testing, which simultaneously runs two different web pages with altered designs or content to see which yields more conversions, and thus which page a business should implement going forward.